THE WORLD'S FIRST MAGNUM INFINITY PLAYGROUND

TitleTHE WORLD'S FIRST MAGNUM INFINITY PLAYGROUND
BrandUNILEVER SINGAPORE
Product / ServiceMAGNUM
CategoryA06. Events & Experiential (incl. stunts)
EntrantGOLIN Singapore, SINGAPORE
PR Agency GOLIN Singapore, SINGAPORE
Production Company BOMPAS & PARR London, UNITED KINGDOM
Entrant Company GOLIN Singapore, SINGAPORE

Credits

Name Company Position
Ellen Yap Unilever Singapore Category Lead, Ice Cream
Kimberly Tan Unilever Singapore Brand Executive, Magnum
Meiling Wee Golin Executive Director
Adrienne Ser Golin Manager
Marianne Chang Golin PR Associate
Sng Yan Ling Golin PR Associate
Syafiq Kamal Golin Creative Associate
Pratama Eka Dharma Golin Creative Associate
Harry Parr Bompas & Parr Co-Founder
Sam Bompas Bompas & Parr Co-Founder

The Campaign

In 2015, Magnum wanted to introduce the most pleasure-packed ice cream to date, the new Magnum Infinity, to its target audience in Singapore. Made from a rare source of naturally rich ingredient, Tanzanian cocoa, each Magnum Infinity contains double the cocoa intensity of a standard Magnum Classic. The objective of the campaign and launch event was to give our Pleasure Seekers an immersive and sensorial experience of what they will go through with every bite of the Magnum Infinity – the intense pleasure that stays with them longer. Through a collaboration with world renowned culinary experience designers Bompas & Parr, a physical manifestation of consuming a Magnum Infinity was created. We created the world’s first Magnum Infinity Playground, a multi-sensorial playground for grown-ups, to create the next level of experiential event for Magnum's target Audience; their Pleasure Seekers. The process of deconstructing the taste profile of the product into a physical experience would be the key element of the campaign and generate PR interest. A tease phase of distributing media kits and samples to influencers generated buzz pre-event. For our launch event, held on the rooftop of Singapore’s Esplanade, the Magnum Infinity Playground was designed to thrill and surprise through an immersive architectural manifestation of the taste, texture and essence of the ice cream. More than 330 media, celebrities, influencers and guests attended, generating over 700 pieces of coverage and achieving a PR Value of over SGD $1.5million. Substantial increase in sales were attributed to the campaign.

The Brief

Magnum needed a campaign that not only strengthens the brand’s ice cream and chocolate credentials but also presented an experience that was refreshingly new to continuously impress media, influencers and our consumers. We needed to bring the unique proposition of ‘intense pleasure that stays with you longer’ to life, telling the story of the key ingredient and how enjoyable consumption of the product can be. Culinary experience designers Bompas & Parr have built up a reputation creating wondrous installations and events and their approach was ideal for the brand in the Singapore market.

Results

More than 330 media, celebrities, influencers and guests attended, generating over 700 pieces of coverage and achieving a PR Value of over SGD $1.5million The hashtag #captureinfinity generated 599 social posts and the brand saw a 26% average increase on likes per post as well as a 48% increase in new followers during the campaign phase.

Execution

Invited media and influencers were treated to a whiff of chocolate scent and a hint of the theme as they opened their media kit. A magical view of the world through kaleidoscope glasses followed, while enjoying specially curated cocktails to reflect the flavours of Magnum Infinity. This was complemented with caramelised cocoa nibs, a key product ingredient. The playground launch event was curated by deconstructing the different flavour profiles of the ice cream - the resulting effects of consuming Magnum Infinity through various experiential and sensorial elements of the event. We teased our guests’ sense of sight, smell and hearing with installations such as chocolate scented fog, infinity lights, swings and the sounds from consuming a Magnum; from opening a Magnum wrapper to biting and cracking the chocolate; key brand cues. Each touch point carefully curated to bring out the flavour profiles and essence of Magnum Infinity.

The Situation

The brand needed to maintain top-of-mind awareness and market position due to the cessation of the popular Magnum Pleasure Store which had run in the market over the previous year. The preceding year had also seen increasing competition and rising popularity of artisanal ice creams brands, so a new product launch would require a locally relevant point of difference while remaining true to the global master brand.

The Strategy

Magnum’s consumers are mainly 25-35 years old females, known as the Pleasure Seekers. Substantial consumer outreach has been done for the past two years on the brand, setting a high benchmark and expectation for Magnum communications. In order to deliver the Magnum Infinity experience and to create a desirable, awe-inspiring event that strengthens the unique cocoa and ice cream quality credentials, we collaborated with Bompas & Parr to create this unique experience. We began be driving hype and anticipation for the launch event through the delivery of the bespoke Magnum Infinity media kit to influencers and media containing the invitation the Infinity Playground, teasing them about what to expect at the launch event. To ensure the Magnum Infinity experience was brought beyond the launch event, we additionally collaborated with Singapore’s Orgo Restaurant to offer a limited edition Infinity menu offered to the public in the weeks following the event.